‘Making it’: Flexibility in a Fluctuating Market.

Living in Asheville, you constantly have to think outside of the box. To make money, grow your business, adapt to change; whatever it is, you have to stay flexible and constantly adjust to your market. With Asheville’s popularity and tourism industry, our living costs are one of the highest in the state – yet our local wages – are often – well below living wage. ( Think $8 an hour on the books, Yup! ) The combination of low wages with a high cost of living can make it a difficult to survive, let alone thrive, as a small local business. Even in one of the strongest Shop Local cities, less extra income = less Buying. Period.  So, aside from picking up a few contract gigs or a part-time job, how do you make it in Asheville?

Years ago when I was a functional potter, I forayed into the world of national craft shows and wholesale accounts. My pottery was sold in top galleries across the country, which was Awesome and a great professional accomplishment. But, undertaking the overhead of the shows and travel, lack of sales, unpaid wholesale accounts: my pottery business just….Tanked.

My pottery: Example of a Dinnerware Set.

As awful and shameful ( for me ) as it was to realize I just couldn’t ‘make’ it as a potter, the upside was I organically developed a jewelry business. Back when I was doing pottery shows – I was in my 20’s, naive, and looked Young. All good until you want to be taken seriously by the gallery world. Fortunately, I had a fellow artist instruct me to “look older” by wearing more make-up, handmade/artisan clothing and jewelry, and fake glasses. Ok. So I did All except for the glasses- I do have my limits. I traded with other artists and acquired a limited, but cool ‘show wardrobe’ and I started making jewelry for myself- which started getting more attention than my pottery. And after awhile I realized I liked making jewelry better than pottery. It was easier, for me, to sell and a lot easier to pack up for travel!!!

One of the best things about Tanking a business is you learn what Not to Do. I decided a huge financial overhead and wholesale accounts were things I would avoid. No more 5 grand out of pocket just to do a national show. I wanted to be hands on with my customers: to consult, advise, and basically, become their personal jewelry maker.

So, a lot of folks ask me how I “work my business” or how I sell my jewelry. Simply put, I sell it retail: online and in person… in a somewhat non-traditional way. Instead of craft shows I do what I call ‘Trunk Sales.’ These sales are hosted open-house or invite only events where I set up my full inventory of jewelry for immediate sale. My host or hostesses are clients or friends that invite their friends….kind of like a cosmetic party with no sales pitch or recruitment!!! During trunk sales I work one on one with clients, advise, consult, take special orders, and design custom work. So, basically, if you attend one of my trunk sales: I am your jewelry/ accessory consultant while you shop, try on, visit with friends, and drink wine.

Trunk Sale Display

And in doing this, I’ve realized: I love retail. I love the one on one interaction, the personal connection, and most importantly: I love being Me and being honest. I’d never sell you something I didn’t think you would ever wear or a gift recipient would never be happy with: because, I’m only successful if my clients are happy. And that is how I run my business. There are ebbs and flows and some years are better than others- for sure. But, as the old saying goes “if retail was a formula: we’d all be rich.”